Digital B2B Marketing

APRIL 22, 2011

In the spring, she grows more than 100 tomato varieties alone for sale as starts at their small farm and local farmers markets. But all to often, the relationship is like buying a tomato start at Home Depot instead of from Lisa. Your passion should be visible in your product, service, sales and hiring, not just your marketing.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

FEBRUARY 13, 2012

Today, this change is often wrapped up in discussions of technology, buying media based on audiences (instead of sites), optimization algorithms and new skill sets. Every sale. Modern media buying is giving businesses a way to act on all of this data, not just marketing data, in real time. In reality, the change is far bigger.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Ad Exchange Paid Search Agency 100

Digital B2B Marketing

APRIL 11, 2013

At the very bottom of the list are lack of buy-in/vision (22%) and finding trained content marketers (14%). source ) Similarly, the Curata survey shows only 7% say senior level buy-in is their biggest challenge. It supported your sales team. Only 39% report a lack of budget. The content marketing community is misleading itself.

B2B Marketing 100

B2B Marketing Content Marketing B2B Paid Search Agency 100

Digital B2B Marketing

JULY 7, 2011

B2B buying is complex because the products are complex. There is not a simple rational process that will consistently create the same buying decision. A challenge faced by sales and marketing is the emotions that matter are not the easy ones to create. Beliefs are not absolute. about 14 hours ago via web Reply Retweet Favorite.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

JULY 31, 2012

Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces. Until your marketing efforts create a level of demand, you are not setting your sales team up to succeed. B2B marketing is complex.

B2B Marketing 100

B2B Marketing Planning B2B Demand Generation 100

Digital B2B Marketing

JUNE 19, 2012

Since the majority of your social media activity will be public, and on display for all to see, a sales attitude poses a serious risk, turning off potential buyers. Caution: Do not force a sales relationship your audience does not want. Don’t be that guy.

Social Media 100

Social Media BtoB Media B2B 100

Digital B2B Marketing

FEBRUARY 16, 2015

He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others). Is your buy really big enough to meaningfully sway perception when your competitors aren’t just sitting silent? via Flickr cc.

Buy 100

Buy B2B Marketing Advertising Agencies Planning 100

Digital B2B Marketing

MARCH 5, 2013

Most B2B marketing organizations start with a goal that looks like “deliver 18,000 leads to sales.” ” The lead goal was determined by the new revenue goal, the number of leads sales will need to reach the goal, and the portion of leads that marketing will need to contribute. It is easier said than done.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

MAY 19, 2011

A strong brand opens doors for sales. Before someone buys (and even for a period of time after), whether they are choosing an advertising agency or an ERP solution, they do not know the value. No demo, trial or consultative sales process can change this. Ahh, brand. You want a strong brand , right? Not in B2B.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising Brand Identity 100

Digital B2B Marketing

APRIL 20, 2011

Give them a taste of that value before they buy the content. Include additional information for someone on the fence about buying it and clearly state that you protect and do not share contact information. I’m not going to pay for a sales pitch. Highlight the value someone will receive. The Page Function.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Digital B2B Marketing

DECEMBER 19, 2013

Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. You’ve already proven they are effective in other targeted buys. Programmatic buys are only as targeted as the data they are based on, but the data leaves a lot to be desired. The Data Actually Sucked.

Paid Search Agency 100

Paid Search Agency Buy Work Management Marketing Management 100

Digital B2B Marketing

MAY 17, 2012

Here is a hypothetical, yet very realistic, snippet of a conversation with a publisher: Marketer: We are looking for demand generation opportunities that will deliver leads for sales. At best, the resulting program is a list of relatively targeted contacts, not leads that are qualified and appropriate to pass to a sales team as leads.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 100

Digital B2B Marketing

OCTOBER 29, 2013

When you see a sales pitch full of statistics, how do you differentiate the real story from the spin? I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. Would they buy it again? Sales enablement. Turn Stats Upside Down. Brand awareness.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

MAY 20, 2014

Even the people who ultimately buy from you will never see it! Progressive profiling can then be used to capture additional nice-to-have information, from location to current purchase plans to preferences and attitudes that can shape the following communications from both sales and marketing. Source , Page 6).

Profiling 100

Profiling Marketing Automation Services Demand Generation Agencies Demand Generation 100

Digital B2B Marketing

DECEMBER 2, 2013

If you are buying a program with a fixed set of promotions (i.e. More robust platforms (including nearly any marketing automation program) will let you include conditional and branching logic and integrate with your sales or telemarketing systems. The content you should use depends on how the lead generation program is structured.

Lead Generation 100

Lead Generation Budget Programs Lead Scoring Lead Ranking 100

Digital B2B Marketing

SEPTEMBER 20, 2012

Priorities, pain points, information sources, buying process, motivations and roles are key pieces of information. eMarketing Strategies for the Complex Sale by Ardath Albee. Keep personas focused on the business environment. Information on their consumer profile is far less valuable in a B2B context.

Buyer Personas 100

Buyer Personas B2B Marketing Paid Search Agency B2B 100

Digital B2B Marketing

MAY 17, 2011

A buyer, educating themselves, resulted in a two day sale for a company with a 90 day average sales cycle. Demand creation activities must support the buying process on the buyers terms. Avaya’s widely cited case of a $250,000 sale via Twitter is a great example. In particular, note Paul Dunay’s response.

Lead Generation 100

Lead Generation Sales Qualified Leads Generation Leads 100

Digital B2B Marketing

JUNE 14, 2012

Your content supports the sales process and effectively communicates the value of your solutions to prospects. Identifying where to focus your Stage Zero content efforts can be an unnatural process for marketers accustomed to focusing on the buying process. You are ready to take your content marketing to the next level.

Content Marketing 100

Content Marketing Planning Eloqua Marketing Automation Services 100

Digital B2B Marketing

JULY 26, 2011

To stop with the sales, the marketing or the technology, and share a bit more about who we are when we don’t put on a public face. For example, I was one of the first people at any of the large ad agencies to place an online exchange buy from one of the first fledgling trading desks. Many say I’m cheap.

Paid Search Agency 100

Paid Search Agency Planning Advertising Agencies Ad Exchange 100

Digital B2B Marketing

NOVEMBER 1, 2011

Consider buying a home: a huge personal decision, but until recent low interest rates and home buying booms, a common rule of thumb was that a mortgage should be no more than 2x your income. What makes these people different? They Make Bigger Decisions There is more resting on business decisions than on personal decisions.

B2B Marketing 100

B2B Marketing B2B Barriers Marketing & Strategy 100

Digital B2B Marketing

NOVEMBER 27, 2012

In the last couple weeks, two companies have emailed or called me because I follow influential sales and marketing accounts on Twitter. Now, with a new Social Retargeting offering from Bizo, you can buy banner ads targeted only to people that click on content you share, even when it isn’t your content.

Lead Generation 100

Lead Generation Twitter CPL Cost per Lead 100

Digital B2B Marketing

NOVEMBER 6, 2012

No one buys from a company they distrust or pays a premium for a solution they see as a low cost provider. Focusing on Linear Results Measurement Marketing measurement starts when a contact is captured and continues as contacts move into and through the sales pipeline. Here are the issues that may be blinding you today.

B2B Marketing 100

B2B Marketing Bundling B2B Marketing Proposals 100

Digital B2B Marketing

OCTOBER 18, 2012

These programs already run in direct mail, email and through your account or sales team, adding online lets you further surround your target. By targeting companies in the buying process, you can reach a broader set of decision makers and influencers than you can via email. Extend nurture programs.

Demand Generation 100

Demand Generation DemandBase Advertisements Advertising 100

Digital B2B Marketing

JANUARY 22, 2014

You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more. I plan and buy media. But you don’t buy The Onion because you want to reach Males 18-34. What happens when you survey 50 media buyers?

Paid Search Agency 100

Paid Search Agency Ads Advertising Agencies Ad Exchange 100

Digital B2B Marketing

OCTOBER 17, 2016

Even if two people are looking to buy the same solution but they won’t engage with you in the same way! Involve sales early. If you have a great understanding of what your ideal target account looks like (or a well researched target account list), involve sales, with a consultative approach, earlier in the process.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Webcast 100

Digital B2B Marketing

JUNE 26, 2013

Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible. After all, if someone was ready to talk to sales today, you wouldn’t need to nurture them! Sales Triggered. The Right Way To Approach Nurture. Short-Term Nurture Programs.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services 100

Digital B2B Marketing

MAY 16, 2013

Sales needs leads in order to deliver revenue. So you focus on delivering leads and ensuring sales has what they need to close. What does marketing need to do to ensure sales, account teams and other groups responsible for each revenue segment will deliver? If you use it (to buy anything on Amazon), I appreciate your support!

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Digital B2B Marketing

JUNE 7, 2012

May also refer to media buys that are paid for based on the number of clicks (as opposed to CPM). Used for performance-based online advertising buys, the cost is based on the number of actions (such as a registration or purchase) delivered. SFA : Sales Force Automation. SQL : Sales Qualified Lead. CPN : Cost per Name.

Paid Content 100

Paid Content Lead Ranking Cost Per Click Cost per Lead 100

Digital B2B Marketing

MARCH 14, 2013

The idea that someday the CEO or Head of Sales will click a few buttons to set objectives, budget and timing and a machine will create and execute a marketing plan seems pretty far-fetched. Algorithmic Media Buying. A significant portion of the online media landscape is quickly moving towards algorithmic media buying.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

APRIL 30, 2013

“Overall, a 30% increase in positive Tweets is four times more effective in driving sales than a 30% increase in existing above-the-line advertising.” The kicker here is Twitter didn’t even ask Deloitte to study if Tweets impacted sales, they only asked if tweets were statistically predictive of sales.

Twitter 100

Twitter Research Word of Mouth Correlation 100

Digital B2B Marketing

JUNE 3, 2014

We will also give your information to our green sales team and tell them to go close the deal now Now NOW as part of our commitment to make it as easy as possible for you to buy. The fine print: we will send you weekly emails with more content you didn’t ask for.

Content Marketing 100

Content Marketing Ad Exchange Webcast Banner Ads 100

Digital B2B Marketing

MAY 14, 2013

Consider the following statistics: 57% of the buying process happens before a buyer contacts sales. Today, B2B marketing must always be on. Your prospects’ needs don’t map to your quarterly communications plan. 78% of B2B buyers start with search.

B2B Marketing 100

B2B Marketing Campaigns Planning B2B 100